
Sales Enablement in a Hybrid World: Marketing’s Role
Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver, with specific emphasis on how sales enablement is evolving and where it's headed.

by Momentum ITSMA Staff
January 13, 2022
This article was shared before we integrated Momentum ITSMA into one single company, bringing all of our capabilities together. Learn more.
In October, I had the opportunity to sit down (virtually) with Liz Harrison, Partner, McKinsey & Company, during ITSMA’s 27th annual Marketing Vision Conference. Liz and I discussed an array of topics related to the role of sales enablement B2B in a world of digital, remote, and hybrid selling.
In particular, we explored the role of marketing in enabling sales and where it’s heading.
Below is a brief (two and half minutes) clip of our 45-minute discussion. In this clip, you’ll hear Liz offer advice on how marketing can drive organization growth through sales enablement:
- While sales enablement does not need to live within marketing, marketing absolutely has to play a role.
- Marketing should be more involved in the strategic elements of sales enablement, such as developing value propositions and providing customer insights to best position your company’s offerings.
- Marketing should play a critical role in defining the ideal customer experience.
Take a look…
If you want more insights on how sales enablement is evolving with digital selling, check out some of our other content:
- Sales Enablement in a Hybrid World [Viewpoint]
(a 10-minute read that’s available at no cost to both members and non-members) - Marketing Vision 2021: Fireside Chat with Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey
(a 45-minute video that’s available to all attendees of Marketing Vision 2021 and new sign-ups for on-demand access*) - Sales Enablement for a new world of selling
(a 30-minute podcast episode from The Account Based Marketing Podcast)
*Note: If you want to view the replay of the full presentation from Marketing Vision 2021, please go to our On-Demand page for more details. If you registered for the conference, then you already have access. The on-demand content is free for members and a nominal charge for non-members.
Related Resources
Sales Enablement in a Hybrid World: Marketing’s Role
Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver, with specific emphasis on how sales enablement is evolving and where it's headed.